Luxury Watches as an Investment: What Buyers Should Know in 2026?

Luxury watches have moved beyond being symbols of craftsmanship and status to become collectible assets for some buyers. However, purchasing a prestigious timepiece does not automatically make it a profitable investment. The specific model, rarity, condition, origin, demand for the model, and other factors may all affect resale value.

Another factor making the market in 2026 even more selective is the speculative period in 2021, and 2022 is the growing value retention and overall improvement in secondary-market conditions. According to a July 2026 report from Morgan Stanley and WatchCharts, seven of the eight tracked Swiss watchmakers showed value retention in Q2 of 2026. Discounts remained substantial for many top watch brands.

Are Luxury Watches a Good Investment in 2026?

The question are luxury watches a good investment has no universal answer. Unlike stocks, bonds, or interest-bearing assets, watches do not generate income. Their financial value depends largely on future demand in the resale market.

Some watches have demonstrated impressive long-term appreciation. Chrono24's March 2026 analysis found that 16 watch models had at least doubled in value since 2018, even after the market correction that followed the 2022 peak. Interestingly, the strongest performers were not necessarily the most expensive watches; the analysis found several successful models had originally been available in lower-to-mid four-figure price ranges.

This demonstrates why buyers should evaluate individual references rather than assuming that a famous brand automatically represents a good investment. For most consumers, luxury watches are better viewed as collectible assets with potential value retention rather than guaranteed financial investments.

What Makes a Luxury Watch Hold Its Value?

Several characteristics can contribute to strong resale performance.

Brand Reputation and Collector Demand

Brand recognition still plays an important role. Rolex, Patek Philippe, and Audemars Piguet are especially prominent in the second-hand market. Recent research reveals that these three brands hold more value than their competitors.

Nevertheless, even among these brands, there is variation in the performance of individual references.

Rare and Scarce

Scarce watches can contribute to collector desire, combined with true desirability. A rare watch is not always valuable just because it is rare; the watch needs to be desirable as well.

Condition and Originality

Condition matters more with collectible and vintage watches. Original dials, hands, cases, movements, and other parts can contribute to desirability. Changes and replacements might influence the value of a watch for collecting.

Documentation and Provenance

Original warranty cards, boxes, service records, receipts, and any other documents are good for proving the authenticity and their ownership. The presence of complete documentation will make the watches easier to sell again.

Design and History

Watches that have timeless design or have certain advantages over those that rely on trendy features. The desirability of watches can be explained by their important movements, design, historical significance, etc.

Best Watches to Buy as an Investment: What Should Investors Look For?

There is no guaranteed ranking of the best watches for investment. The markets change, and even the most popular ones may undergo significant fluctuations.

However, some types are always on collectors’ watchlists.

Rolex

Rolex is one of the most famous brands in the pre-owned luxury-watch world. The most popular models of this brand include the Submariner, Daytona, and GMT-Master II. However, their different references may differ greatly in price and desirability.

What really matters is not just a Rolex watch but finding the one that will remain desired and buying it at a reasonable price.

Patek Philippe

Patek Philippe represents the premium segment in classic Swiss watchmaking. Series such as the Nautilus and Aquanaut have received significant interest from collectors, while some complicated and historically significant Patek Philippe timepieces can perform exceptionally well at auctions.

Just as with any luxury watch, past appreciation cannot be taken as a predictor of future performance.

Audemars Piguet

Audemars Piguet is the manufacturer of one of the best-known luxury sports watches, the Royal Oak series. Some Royal Oak models have shown solid collector demand; Audemars Piguet is one of the brands worth considering when researching watch investments.

Vintage and Independent Watchmakers

The collector market is not restricted to the most prominent luxury brands. Vintage timepieces and independent watchmakers may generate demand due to craftsmanship, low production numbers, unique designs, and technical innovations.

Yet, these sub-segments normally require additional specialist knowledge.

Risks Associated With Investing in Luxury Watches

Market Fluctuations

The prices of luxury watches may fluctuate due to economic conditions, interest rates, consumer confidence, currency fluctuations, and shifts in collecting tastes.

Liquidity Problems

A luxury watch will not always be easily saleable at its listed price. The cost to sell a watch will eat into any potential gains for the seller.

Maintenance Expenses

Mechanical watches require regular maintenance. Specialized maintenance, repair, insurance, and storage expenses may lower the investment gain.

Risk of Inauthenticity

Watches that are counterfeit, altered, or misrepresented may represent significant financial risk.

No Guaranteed Appreciation

Perhaps the most important point is that watches that hold value are not necessarily watches that increase in value. Retaining 80% or 90% of a purchase price is very different from producing a positive investment return after costs.

Conclusion

Investing in Luxury Watches might offer value and even substantial gains in some instances; however, they must not be considered a sure-fire financial tool. 2026 market benefits from knowledgeable purchasers who consider references, price, condition, provenance, and liquidity.

For those who find the most appropriate watches for investment, there are still many significant brands to consider, such as Rolex, Patek Philippe, and Audemars Piguet, and selected vintage and independent watches might serve as good additions for advanced collectors.

Ultimately, the strongest purchase is one that combines sound financial discipline with genuine appreciation for horology. Business Honor highlights developments across luxury, business, investment, and premium consumer markets, helping readers understand the trends shaping today's global industries.